Hope-Beckham was hired to vet grant applicants in an effort to select charity partners for the Chick-fil-A Foundation for their annual national grant program.

THE APPROACH

HBI coordinated with the Chick-fil-A Foundation to define the partnership goals and applicant criteria. HBI then analyzed the top 55 pre-selected applicants, each of which had submitted 20+ page applications. In addition to the applications, HBI conducted in-depth research on each applicant’s website, prior media coverage and social media presence to determine compatibility. A measurement system was used to evaluate opportunities, challenges and prior media coverage. After HBI rated each applicant within the system, a final recommendation was submitted for consideration to the Chick-fil-A Foundation leadership team. In addition, each applicant was noted with reasons for or against the partnership recommendation.

THE RESULTS

The HBI team completed the project ahead of deadline and provided the client with thoughtful and well-researched recommendations. HBI also was able to eliminate red-flag partnerships that could potentially damage the Chick-fil-A brand. Additional applicants were vetted as a result, which helped to focus the general giving buckets of the brand and streamline the applicant process moving forward. The grant recipient selection process was deemed a success and is celebrated with an annual high-profile gala each summer. The impact of aligning the Chick-fil-A brand with the appropriate charity partners is evident in increased brand visibility as well as a positive public perception.